Allied Global Marketing has launched a partnership marketing division based in London and named Melanie Wills as vice president, UK/European partnership marketing, said Allied CEO Clint Kendall in a statement.

In her new role, Wills will report to Erin Corbett, senior vice president, global partnership marketing and work closely with Adam Cunningham, chief strategy officer, and Seán Roberts, vice president, UK and Ireland. Wills will work with Corbett to build the new partnership marketing team in London, offering such services as in-kind and licensed promotions, sponsorships, product placement, and brand ambassador and talent acquisition from both a global and local market perspective. More staffing announcements are expected later this year.

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“Offering our services on a global basis with local market knowledge is a cornerstone of our overall growth strategy,” said Kendall in a statement. “ This move enables us to expand our partnership marketing reach for our U.S.-based clients, and [to] gain access to new clients based in the UK and Europe as well.”

“Our clients have been searching for a global solution for their partnership marketing needs,” added Corbett, also in a statement. “With many agencies supporting only one market, the Allied global and local approach is a significant differentiator, giving clients an advantage over their competitors. Moreover, we couldn’t have found a better person to help us accomplish our goals than Melanie Wills.”

Corbett will continue to oversee the agency’s global partnership marketing division from Los Angeles. She launched the partnership marketing division at Allied in 2010, and over the past twelve years, the team has generated billions of dollars’ worth of earned and paid media value for their clients. Current client accounts in North America include Prime Video, Universal Pictures Home Entertainment, Focus Features, Princess Cruises, Relic Entertainment, Tencent, NCSOFT, BenQ, WildBrain (Strawberry Shortcake, Teletubbies) and Iron Chef Masaharu Morimoto among others. Current clients in the UK and EU markets include Tencent, SEGA Europe Ltd., and others yet to be announced.

In addition to Allied’s Partnership Marketing footprint in London, the agency plans to continue to expand localized teams in Allied’s current offices in Sydney (APAC), Miami (LATAM) and more in the months to come.

Prior to joining Allied, Wills was head of partnerships for, a UK-based price comparison website for insurance products that is part of the BGL Group. Before that, she was at London-based agency Lime Communications as account director on the Twentieth Century Fox Europe business.

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